South Africa, Oct. 14 -- Immediate feedback loops let media insights inform creative adjustments. Teams are hiring cross-disciplinary talent, breaking down silos within their own organisations.

For years, truly integrated creative and media remained elusive. Everyone talked about it, few actually saw it happen.

But marketers can no longer afford this fragmented approach.

Budgets are under pressure, audiences are scattered across platforms and results are expected in real-time.

What's really changed

The shift isn't just technological, it's behavioural. Campaigns span TV, digital, social and outdoor simultaneously, and every touchpoint must pull in the same direction.

When managing this complexity, teams working in isolation become a ...